Pepsi: Practicing the new normal with swag – Salaam Namaste

Pepsi, a soft drinks brand, increased top-of-mind awareness and social media views in India by creating a TikTok dance that involved dancing to a song about social distancing.

The marketing objective

With a clear task of increasing penetration & gaining market share in the cola category, Pepsi needed to up its game by tapping potential audiences and the COVID- 19 lockdown in India, which was sudden & draconian, created a seismic shift in the way brands connected with their consumers. It was an unprecedented challenge for Pepsi a brand that drove counter cultural trends, to offer a relevant point of view without losing its trendsetting appeal. Staying silent in a country which was the youngest compared to any in the world, was simply not an option.

The target...

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